More Related Content Similar to Obedience v Compliance : Getting Sales & Marketing Talking the Same Language (20) More from John Watton (20) Obedience v Compliance : Getting Sales & Marketing Talking the Same Language1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Obedience v Compliance : Getting Sales & Marketing
Talking the Same Language
John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton
2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton2
Selling has changed. A lot.
3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
2014’s Buyer has more
CHOICE & CONTROL,
more points of contact
4
The number of online sources the
average B2B customer uses when
shopping for a business purchase
The average number of searches
performed by the average B2B
converter
of purchase cycle in B2B is
completed before getting in touch
with a vendor
70%
5+
Source: Google & Compete B2B Customer Study,
@jwatton
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Noise
The average consumer is exposed to
marketing messages per day.
Source: Mashable Email Infographic, Nov 2012
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Problem: Noise
In the time it took you to read this sentence,
20 millionemails have been sent.
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Marketing has changed. A lot.
6
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Right message
Right time
Right place
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The need to get personal
B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
relevant
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Selling
BuyingBuying
Selling
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Marketing needs to evolve
11
Brochures Leads Qualified Leads Pipeline Closed Business
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Sales & marketing alignment?
Sales wants obedience
Marketing wants recognition
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Forget big data
13
• Revenue Target
• Pipeline Needed
• Marketing’s Contribution
• Length of sales cycle
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Most B2B Marketing
14
“Leads”
Business card drops
List buys
Web enquiries
Seminar attendees
“Junk”
No budget
Not ready
Too big/small
Wrong industry
Just looking
Can’t get hold of them
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Some B2B Marketing
15
In-house telesales
Outsourced telesales
“Leads”
“Less Junk”
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Emerging B2B Marketing
16
Inquiries Leads Opportunities Revenue
Collaborative
Approach
Continual Process
Handshakes
R&Rs
No lead left
untouched
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Connect with sales in the funnel
18
Marketing-Sourced
Hand-off b/w Functions
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Put Numbers on the table
Impact
Visibility
Predictability
=Credibility!
$$ Marketing sourced revenue
Won Opps
SALs from telesales
MQLs from marketing
Inbound Inquiries
$$ New Business Target
Channels
20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Automation is key
Customers are more demanding
The buyer is in control
The comms space is crowded
Transparency & accountability
No way to show pipe maturation
20
• Personalized
• Relevant
• Sync’ed to behaviours
• Fact-based marketing
• A way to manage the funnel
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Why automate?
At best, a typical B2B supplier can expect to get 12% of a client’s total
share of attention across the purchase process. CEB Research
2012/Forbes Magazine.
The average B2B client is 60% of the way through the purchase decision
before engaging supplier sales reps. CEB Research 2012/Forbes
Magazine.
The average attention span of a consumer is now 4 seconds. Fournaise
Group study, 2013.
21
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Category Value 1 Value 2 Value 3 Value 4
Industry Marketing &
Advertising
Services
Corporate
Services
Computer
Software
Financial
Services
Leisure ,
Sports &
Entertainment
Media
Retail
Travel & Travel
Agencies
Hospitals &
Healthcare
Computer
Hardware
Real Estate
Services
Telecommunicatio
ns
Food & Beverage
Energy &
Environmental
Insurance
Schools &
Education
Charities,
Foundations &
Non-Profits
Consumer
Services (not
Travel & Travel
Agencies)
Consumer
Products
12 8 6
Has CRM
System
Unknown/Other Salesforce.com
MS CRM
5 15
Has Web
Analytics
Omniture
Core Metrics
Webtrends
Google
Analytics/Other/
Unknown
8 2
Title
Level
CXO/SVP VP/
Director/Manager
Specialist/Coordinator
Admin/Support
4 10 3
Function Marketing Sales IT/MIS
10 4 1
Profile
22
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Behaviour
23
Category Value 1 Value 2 Value 3 Value 4 Value 5
Live Event Registered Event Attended Event Visited Booth Qualifying Convo Attended/3rd Party
Event
3 9 2 15 2
Online Event Registered Event Attended Event Registered/3rd
Party Event
Attended/3rd Party
Event
2 7 1 2
Website Activity Download
2
Demo Viewed Demo
15
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Lead Rank Thresholds
24
Behaviour
Profile 1 2 3 4
A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
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Prioritize “sales-ready” leads
25
Behaviour
Profile 1 2 3 4
A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
Great Fit
OK fit
Heavy
Interest
Low
Interest
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SOCIAL
EMAIL
ECOMMERCE
B E H A V I O U R A L
D A T A B A S E
WEBSITE
LOCATION
CRM
One, multi-channel, view
26
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Creating relevant experiences for the individual
27
1
By Profile
2
By Preference
3
By Now?
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Key performance indicators - Pipeline
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Funnel metrics
Stages
Inquiries
Marketing Qualified Leads
Sales Accepted Leads
Sales Qualified Leads
%Pipeline
%Closed Revenue/Bookings/ACV
Conversion rates
MQLs % INQs
SALs % MQLs
SQLs % MQLs
29
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30
@jwatton
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Fact-based marketing
80% of CEOs don’t trust
marketers, 70% thought
they’re not connected to
business results and 69%
thought they’re living in a
social bubble. Fournaise
Group study, 2013.
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Simple Planning Model : Marketing forecast based on past performance
32
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Web (new)
PPC (new)
Data Build (new)
Media (New)
Events (New)
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6 recommendations
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1. Understand the 4 metrics that matter
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2. Put numbers on everything
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3. Establish a routine
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4. Be consistent
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5. Pimp your successes
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1.6. Automate
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Obedience v Compliance : Getting Sales & Marketing
Talking the Same Language
John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton
Editor's Notes Source:
Google & Compete B2B Customer Study, June 2012. Samples vary based on statistic shown.
Google US BIM master research deck
2009 TechTarget study
Google, Forbes, BtoB, June 2009
Speed, access and information have all empowered Today’s B2B Buyer .
They have become used to and have come to expect to choose, to have control and to be able to participate and share their opinion.
9 “The Waterfall”, a framework developed by research firm, Sirius Decisions, is our adopted nickname for the lead funnel at Silverpop. This framework and process allow us to track the sources, lifecycle and performance of leads from capture to close. By measuring conversion rates throughout the funnel, we’re able to measure the productivity of our lead management flows, identify performance issues and identify opportunities for improving the outcomes of Marketing and Sales efforts.